#016: A Marketing Lesson with Love from Gaston

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Transcript

Matt Willis 0:00

Welcome to two a Million and beyond. This is Matt Willis. Someone's head has got to roll.

Speaker 0:08

Welcome to two a Million and Beyond. This is Matt Willis. A marketing lesson with Love from Gaston. If you want to know how to lose customers, take a lesson from Beauty and the Beast. Gaston Gaston is the quintessential man. He's the man. Every man wants to be. But can never quite measure up to his own song Says as much, no one's slick as guest on No one's. Quick as guest on Nobody's Neck is as credibly thick as guest on for. There's no man in town, half as Manly. The sound, the song goes on and on, but you get the point and I'll bet your business is a lot like guest on in that you're the best at what you do and none of your competitors can quite measure up to you. But if Gaston is really the best. Why do audiences around the world detest him so much? Because every time he engages with people, he only talks about himself. Here is where we come back to psychology. Our human nature is programmed to care the most about ourselves. Care a lot about those that we love and care a little about people we don't know. And hardly care at all about inanimate objects like a business. So why does our marketing so often sound like an awkward version of guest on song that screams to listeners? Look at us. We're the best. We are desperate to do business with you. It's not a good look. If we want to win the hearts of our customers, we must not only entertain them. But connect with them on a personal level. We do this by talking about what they care most about, namely themselves. You may contest, but telling potential customers about my business services or product is caring about them because they need it. If that's true, they don't seem to think so. They've gotten along this far without you. So you come off just as another pesky company begging for their attention, singing your own self aggrandizing ballad. Spoiler alert, Gaston doesn't get the girl and you likely won't get the customer if you take his same approach. Your marketing should connect with the prospects emotionally and tell a story that your customer sees him or herself in. Be authentic and give them the opportunity to be drawn into the heart of your business. Then once you've won their business, care for them and prioritize their happiness as every man of character would. I